Salinas Valley Fair Inc

What Salinas Valley Fair Inc does

Salinas Valley Fair Inc. is a California nonprofit organization operating a multi-purpose fairgrounds at 625 Division St, King City, CA, anchored by the annual Salinas Valley Fair (May 14-17, 2026) and a portfolio of year-round events. The flagship four-day fair draws nearly 40,000 attendees from the Central Coast region (Paso Robles, Salinas, Hollister) and features livestock shows, a Junior Livestock Auction with 800+ 4-H and FFA youth exhibitors, carnival rides operated by Butler Amusements, live music, rodeo and barrel racing, a Grand Tasting wine event, and Miss Salinas Valley Fair competition.

The organization's product surface extends well beyond the annual fair into a diversified venue rental business and recurring events. Venue facilities include the Rava Equestrian Center (60,000 sqft), Topo Ranch Center (55,000 sqft), Stampede Arena (54,000 sqft, 1,350 seats), Expo Building (12,000 sqft), Orradre Building (12,000 sqft), Pavilion (7,000 sqft), Steinbeck Stage, Heritage Room, Longbranch Saloon, and RV parking. Recurring events include the weekly King City Flea Market (Sundays, $2 admission), the Monterey International Wine & Spirits Competition (international entries, $70-$150 per entry), barrel races, ranch rodeos, and the King City Stampede. The Junior Fair Board program (founded 1969) contributes over 1,500 volunteer service hours annually.

The business model is primarily transactional and event-driven, with revenue from fair admission tickets ($10-$14), carnival wristbands ($30-$40), vendor booth fees ($30-$65), venue rentals (ranging from $400 for Steinbeck Stage to $4,500/day or 10% gross for the Rava Equestrian Center), wine competition entry fees, flea market admissions, sponsorship income (Grand Champion sponsors include Holaday Seed, Rava Ranches, Mechanics Bank, American AgCredit), and merchandise. The organization operates under California Department of Fairs & Expositions oversight and is a member of the Western Fairs Association and IAFE. No proprietary technology is disclosed; ticketing and event management are handled via the Saffire platform. The organization is governed by a Board of Directors led by President Darla Mantel, with CEO-level leadership for the Monterey International Wine Competition held by Lauren Hamilton.

Name

Salinas Valley Fair Inc

Legal name

Salinas Valley Fair Inc.

Website

https://salinasvalleyfair.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

1–10 employees

Short description

Salinas Valley Fair Inc. is a California nonprofit organization operating the King City fairgrounds, hosting the annual Salinas Valley Fair (~40,000 attendees) and year-round events including equestrian shows, a weekly flea market, and the Monterey International Wine Competition.

Ownership category

akta.pro rank

Product category

Fairgrounds and Event Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Fairgrounds & Expo Parks (THAHAAAH)

akta.pro secondary industries

Local Community & Multi-Category Fairs (MPAGAFAO), Venue-Owned/Operated Event Organizers (In-House Promoters) (MPAKADAI)

Keywords

• Community fair events
• Fairgrounds venue rentals
• Livestock auction services
• Wine competition judging
• Equestrian event hosting

Headquarters

HQ city

King City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Fair Admission Tickets: Revenue from selling daily admission tickets to the annual Salinas Valley Fair. Adults $14, Youth/Seniors $10, Children 5 and under free. Presale discount packages available ($32 for 4 tickets before May 15).
2. Carnival Wristbands: Carnival amusement ride wristbands sold for all-day access. Pre-sale price $30, on-site price $40.
3. Venue Rentals: Rental income from multiple event spaces including Rava Equestrian Center (60,000 sqft), Stampede Arena (54,000 sqft), Orradre Building (12,000 sqft), Pavilion (7,000 sqft), Expo Building (12,000 sqft), Steinbeck Stage, Topo Ranch Center (55,000 sqft), Heritage Room, Longbranch Saloon, and RV parking. Rates vary by venue and commercial vs non-commercial use.
4. Vendor Fees: Food vendor spaces $65 each; merchandise vendor spaces starting at $30 for 20x20 space. Food vendors fill quickly with priority to prior year vendors.
5. Flea Market: Weekly King City Flea Market operating Sundays 7:30 AM - 2:00 PM with $2 admission (ages 5 and under free). Vendor fees for food ($65) and merchandise spaces (starting at $30).
6. Monterey International Wine Competition: Entry fees for wine and spirits competition: Wine Competition early bird $70, late $80; Spirits Competition early bird $125, late $150. Held annually at the fairgrounds in March.
7. Special Event Tickets: Ticketed special events including Grand Tasting (wine tasting event), concerts (e.g., Niko Moon), and motorcycle racing.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Salinas Valley Fair Inc is a nonprofit organization that operates the Salinas Valley Fairgrounds in King City, California, hosting the annual Salinas Valley Fair along with year-round events (King City Flea Market, rodeos, barrel races, the Monterey International Wine & Spirits Competition) and renting multiple event venues (Rava Equestrian Center, Topo Ranch Center, Stampede Arena, Orradre Building, Pavilion, Expo Building, Steinbeck Stage, Heritage Room, Longbranch Saloon, RV Parking) to event organizers, equestrian groups, and private hosts. Revenue is generated through ticket sales (admission, carnival wristbands, special events), vendor space rentals, venue rentals, and wine/spirits competition entry fees.

Product overview

Salinas Valley Fair Inc operates as a nonprofit fairgrounds and event organization hosting the annual Salinas Valley Fair alongside a portfolio of recurring events and venue rental services. The core offering is the annual Salinas Valley Fair (May 14–17, 2026), a four-day community fair featuring livestock shows and the Junior Livestock Auction (800+ youth exhibitors), carnival attractions from Butler Amusements, live music performances across multiple stages (Steinbeck Stage, Longbranch Saloon), rodeo and barrel racing events, and Grand Tasting wine events. Supporting the fair are the King City Flea Market (weekly Sundays), the Monterey International Wine & Spirits Competition (an international competition managed by the organization), the Junior Fair Board youth leadership program, and the Miss Salinas Valley Fair ambassador program. In addition to events, the organization operates a diversified venue rental business offering facilities including the Topo Ranch Center (55,000 sq ft livestock barn), Rava Equestrian Center (60,000 sq ft), Stampede Arena (54,000 sq ft, 1,350 seats), Steinbeck Stage, Orradre Building (12,000 sq ft, available by section), Pavilion, Expo Building, Longbranch Saloon, Heritage Room, Carnival Lawn, and RV Parking — serving equestrian events,rodeos, concerts, private parties, meetings, and community gatherings year-round.

Differentiator

Problem solved

Functional benefit

Products and services

• Salinas Valley Fair (Annual Fair Event) Annual four-day community fair held in King City, CA, featuring livestock shows, carnival attractions, live music, rodeo events, family entertainment, vendor markets, and the Junior Livestock Auction. The fair is the largest annual event in the Southern Salinas Valley and draws nearly 40,000 attendees from the Central Coast region.
• Junior Livestock Auction Annual auction at the Salinas Valley Fair where 4-H and FFA youth exhibitors sell market animals including hogs, lambs, goats, heifers, steers, and rabbits. Over 800 exhibitors participate, making it a major agricultural youth development program and a buyer marketplace for community buyers and sponsors such as American AgCredit.
• King City Flea Market Weekly Sunday flea market operating at the fairgrounds from 7:30 AM to 2:00 PM, offering new and used goods, fresh produce, and local food. Vendor spaces are available for food ($65 each) and merchandise (starting at $30 for 20x20 spaces); admission is $2 per person, with ages 5 and under free.
• Monterey International Wine & Spirits Competition Annual international wine and spirits competition held at the Salinas Valley Fairgrounds, accepting commercial wine and spirit entries from producers worldwide. Awards include Gold, Platinum, and Silver honors plus special awards such as Wine of the Year and Winery of the Year, with results posted at montereywinecompetition.com. Entry fees: Wine $70 early bird / $80 late; Spirits $125 early bird / $150 late.
• Topo Ranch Center (Venue Rental) 55,000 sq ft (200 ft x 275 ft) state-of-the-art barn facility at the fairgrounds with concrete floors, dirt overlay for livestock pens, large roll-up doors, announcer booth, sound system access, and portable panel pens at $25/pen/day. Additional fees apply for tractor ($125/day), water truck ($125/day), setup ($200/day), and lights ($50/hr); $1,000 deposit required.
• Rava Equestrian Center (Venue Rental) 60,000 sq ft (200 ft x 300 ft) equestrian facility with dirt floor, customizable arena, roping chutes, bucking boxes, roll-up doors, announcer booth, Big Ass Fans, portable bleacher seating for 750, digital timing board, sound system, and warm-up arena access. Commercial rate is $4,500/day or 10% of gross receipts (whichever is greater); non-commercial rate is $850/day.
• Stampede Arena (Venue Rental) 54,000 sq ft (180 ft x 300 ft) outdoor arena with 1,350 seating capacity, concession building, bucking chutes, elevated announcer box, and animal holding pens. Grandstand & Arena rate is $3,500/day; Concession Building $150/day or 10% of gross receipts.
• Steinbeck Stage (Venue Rental) Outdoor stage suitable for live music, competitions, and theatre, with covered seating under string lights and a lawn gathering area. Rental rate is $400 plus $1/chair/day with a $500 deposit.
• Orradre Building (Venue Rental) 12,000 sq ft event space (also available by section: A at 4,000 sq ft, A&B at 6,000 sq ft, B&C at 8,000 sq ft, C at 6,000 sq ft) with full kitchen, restrooms, mobile walls, BBQ pit, stage option, and in-house sound system. Meeting Rate $800, Private Party Rate $1,750, Building Fee $1,500; overall occupancy 1,676.
• Pavilion (Venue Rental) 7,000 sq ft space with full kitchen, restrooms, concession window, permanent stage, and BBQ pit with seating area. Overall occupancy of 1,083 and dining occupancy of 500. Meeting rate is $600; private party rate is $1,300.
• Expo Building (Venue Rental) 12,000 sq ft facility with hardwood floors, full kitchen, restrooms, retractable basketball hoops, and digital timing scoreboard. Overall occupancy of 1,850 and dining occupancy of 902.
• Carnival Attractions Carnival rides and attractions operated by Butler Amusements at the Salinas Valley Fair, featuring thrill rides (Zillerator Roller Coaster, Freak Out, Ring of Fire), family rides (Carousel, Super Slide, Rockin' Tug), and kids' rides (Big Foot Trucks, Frog Hopper, Jumping Jumbos). All-day wristbands available for $30 presale or $35–$40 at the fair.
• Barrel Race & Rodeo Events Rodeo and barrel racing events held at the Stampede Arena, including the SVF & MCCA Ranch Rodeo and King City Stampede events, drawing equestrian participants and spectators to the fairgrounds.
• Junior Fair Board Program Youth leadership program where Junior Fair Board members volunteer year-round at fair and community events. The program involves monthly meetings, fair week duties, fundraisers, and approximately 1,500 volunteer service hours annually.
• Miss Salinas Valley Fair Competition Annual competition to select a goodwill ambassador for the Salinas Valley Fair. Contestants must be ages 16–20 as of competition year and residents of specified California counties; the winner serves as a representative promoting the fair and western way of life.
• Grand Tasting Event Ticketed wine tasting event held during the Salinas Valley Fair at the Orradre Building, featuring over 50 award-winning wines paired with appetizers. Sponsored by Mechanics Bank.
• RV Parking (Venue Rental) RV camping at the fairgrounds available to equestrian event groups and camping groups for up to four nights. Individual RV spaces $30/unit/night; group rates range from $20–$35 per unit/night depending on group size. Reservations required; not available during fair week.
• Heritage Room (Venue Rental) Heritage Room venue rental at the fairgrounds. Rental rate is $500; insurance $175 for parties with 500 or less.
• Longbranch Saloon (Venue Rental) Longbranch Saloon venue rental at the fairgrounds. $750 meeting rate; overall occupancy 80 (60 dining, 20 bar).

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• Department of Fairs & Expositions (California)coreOthersCalifornia state agency overseeing the network of county fairs. Salinas Valley Fair operates under state fair regulations and guidelines.
• Western Fairs AssociationcoreOthersRegional trade organization for fairs and expositions in the Western United States providing resources, networking, and industry best practices.
• International Association of Fairs & Expositions (IAFE)coreOthersGlobal trade organization for fairs, exhibitions, and expositions providing industry standards, education, and networking opportunities.
• California Fairs Service AuthorityminorOthersService organization supporting California fairs with shared services and resources.
• County of MontereyminorOthersLocal government relationship with Monterey County as the host county for the fairgrounds.
• King City Chamber of CommerceminorOthersLocal business chamber supporting fair events and community economic development in King City.
• Holaday Seed CompanyminorGTM or Marketing PartnerGrand Champion Sponsor of the 2025 Salinas Valley Fair. Sponsoring 'Kids Holaday' event on Thursday, May 14, 2026 providing free admission to all children 12 and under.
• RC FarmsminorGTM or Marketing PartnerGrand Champion Sponsor of the 2025 Salinas Valley Fair. Co-sponsoring Senior Day & Special Kids Day with King City Rotary Club.
• A&G PumpingminorGTM or Marketing PartnerGrand Champion Sponsor and sponsor of Armed Forces Day and 4x4 Truck Pulls event.
• Rava Ranches IncminorGTM or Marketing PartnerGrand Champion Sponsor. Named sponsor of the Rava Equestrian Center, a major venue at the fairgrounds.
• Mechanics BankminorGTM or Marketing PartnerGrand Champion Sponsor and sponsor of the Grand Tasting wine event.
• Monterey County Agricultural CommissionerminorGTM or Marketing PartnerGrand Champion Sponsor supporting the fair's agricultural mission.
• American AgCreditminorGTM or Marketing PartnerReserve Grand Champion Sponsor and sponsor of complimentary lunch for auction buyers at the Junior Livestock Auction.
• King City Young FarmersminorGTM or Marketing PartnerLocal agricultural organization; prepares dinner for the Fair Kick-Off event and ongoing supporter of the fair.
• SaffirecoreTechnology or IntegrationThird-party ticketing and event management platform powering online ticket sales, vendor applications, and event registration for the fairgrounds.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Monterey County Fair: Operating the Monterey County Fairgrounds in the same county and overlapping market, this is the closest direct competitor for fair-week visitors, vendors, sponsors, and event renters in the Monterey region. Both are nonprofit, California state-affiliated fair organizations serving overlapping Central Coast catchment.
• Tulare County Fair: Central Valley agricultural county fair operating annual fair plus equestrian, livestock, and community venue rentals. Closely comparable mission (agricultural heritage, 4-H/FFA programs) and nonprofit operating structure within the California state fair network.
• Alameda County Fair: Larger California county fair in Pleasanton operating the same nonprofit annual fair + year-round fairgrounds/event-center business model, including livestock, carnival, concerts, horse racing, and venue rentals — directly comparable in operating cadence and revenue mix.
• Big Fresno Fair: Large California Central Valley fair operating livestock shows, concerts, carnival, and a year-round expo/event center. Comparable in state-affiliated nonprofit operating model but at meaningfully larger scale than Salinas Valley Fair.
• Del Mar Fairgrounds: 22nd District Agricultural Association operating the Del Mar Fairgrounds with year-round event rentals, equestrian facilities, and a major annual San Diego County Fair. Significantly larger but directly comparable as a California state-affiliated fairgrounds/event-venue operator.
• Ventura County Fair: California county fair with large livestock focus, multi-day fair, equestrian events and venue rentals. As a DAFE-affiliated nonprofit fairgrounds operator, directly comparable in event portfolio and community-mission structure.
• Santa Cruz County Fair: County fair in Watsonville also drawing from the multi-county catchment Salinas Valley Fair references. Same nonprofit California state-fair structure, livestock shows, carnival, and year-round venue rentals on the Central Coast.
• California Mid-State Fair: Operates the Paso Robles event center that Salinas Valley Fair explicitly cites as one of its visitor source markets (Paso Robles/San Luis Obispo). Similar nonprofit fair model with livestock shows, concerts, carnival, and venue rentals serving an overlapping Central Coast ag community.
• San Benito County Fair: Hollister-based fair also cited in Salinas Valley Fair's visitor draw (Hollister). Comparable California DAFE-affiliated nonprofit fair organization with livestock programs and a multi-day annual fair targeting the same tri-county ag region.

Regional players

• Cow Palace (Daly City): Historic California fairgrounds/event arena operating livestock shows, horse shows, expos, concerts, and venue rentals. Operates under similar state-affiliated agricultural association governance and serves as an instructive, larger-scale comparison for fairgrounds operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/SVFair
• YouTubeyoutube.com/channel/UCByfnR2-Bt5ouxuWoryc8Qg
• Facebookfacebook.com/salinasvalleyfair
• Instagraminstagram.com/salinasvalleyfair
• LinkedInlinkedin.com/company/salinas-valley-fair-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles22 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Salinas Valley Fair Inc